Turtle Wax, a global name in the car care industry, entered the Indian market this year. With its aggressive plans and the ongoing demand for car care products, the company aims at becoming one of the largest care car product suppliers in Doing It Yourself (DIY) segment, besides, establishing a strong presence in Do-It-For-Me (DIFM) space.

According to Sajan Murali Puravangara, Country Manager and Director, Turtle Wax India, the car care industry is an integral part of the automotive industry, and changing buying preference from the mileage, and low maintenance to aesthetics, safety, comfort and features are fuelling demand for car care products.

“India has been witnessing good growth in car sales in last decade, whereas in the last five years, we see traction in the car care industry on account of changing trends or reasons to buy a car. In recent years, the way people look at the car has changed. They buy cars for the looks and features, and that also led to an interest to keep their cars new, tidy and clean; this is bringing demand for car care products. The interest is also coming from the mass car segment. In the last two years, we are getting the indication that the car care industry will be the next sunshine industry in the future,” explained Puravangara.

Turtle Wax, a family-owned company, has been in the car care business for nearly 75 years and operates in over 120 countries. Before establishing its third subsidiary in India, the company has been operating with two subsidiaries- the US and Europe.

India has a population over 1.3 billion and only 22 people out of a thousand own car, while in the US and UK, 980 and 850 per 1,000 individuals have a car, respectively. The massive headroom for the car segment in the next one-and-a-half-decade will trigger further growth for the car care segment in the long term, opines Puravangara.

According to a research report, the current car care industry in India is slightly less than one billion USD and expected to reach $1.44 billion in 2027. Explaining the growth factors, the report says, people usually keep their cars for more than seven years in India, and hence car care products are being increasingly used to restore the paint and for detailing and interiors. Along with this, many car care product manufacturers from Europe and North American markets have their presence in India through e-commerce websites and strong dealership networks. The same report adds that by 2027, the interior car care product segment will be around of $0.73 billion, while the exterior car product market will grow to USD 0.7 billion.

Consumer behaviour, cheap labour, and lack of necessary know-how make the Indian car care industry more challenging for the companies to operate in the DIY space.

In western countries, cars are a part of the family, and family members take basic care. In the US and other developed countries, the DIY segment is about 80 percent of the total car care industry; however, in India, it is of around 30 percent. “In countries like India, due to the hectic work schedule and cheap labour, DIFM dominates in the car care segment. There is always a third person to take basic care of cars in India. Coupled with this, the know-how is fairly lower in India when it comes to basic things such what wax can do to your car and what are the ways to protect cars’ interior and exterior,” Puravangara said.

However, the pandemic in the last eight months has proven useful for the car care segment. “We have seen momentum in the DIY business in the last six months. Since people have been at home, they have a lot of time at their disposal. They find time to take care of their cars. We are also seeing people are increasingly enquiring on different social media platforms on how to take care of their cars and sharing other issues,” he said.

As a part of the strategy to penetrate its products, the company will heavily focus on educating consumers on primary car care and the company’s products. “Being a global leader in the car care industry, it is our top priority to educate people on car care, know-how and our product usages and benefits.”

In the next three to four months, the company will start campaigns on social media channels. The campaign will invite consumers with their queries or to share their experience and issues.

“The company will also bring out videos on how to use our products and use the social influencers on YouTube and Instagram,” Puravangara said.

Though India is seeing a growing number of women behind in the wheel, the car care industry is yet to consider women as their potential customers. However, Turtle Wax understands the role of women in the overall automotive industry and expects the growing number of women car owners evidently will reflect in the car care industry.

To widen its customer base, the company will also promote the car wash as a family celebration where family members will take participate in washing, cleaning and taking care of the car. “Washing and cleaning cars is a family affair in many countries, and therefore the company will be promoting the same in India as well,” added he.

However, external factors that also possess further challenges for car care products. Considering vast territories, different weather, pollutions and scarcity and quality of water put car care product performance under severe pressure. Keeping the external challenges in mind, the company plans to bring in products that are suitable to the Indian markets.

“A larger challenge is not only the availability of water but the hard water which leaves marks on the car. Coupled with this, extreme temperature and dust and pollution affect the car. We are bringing in the products that will take care of cars in the Indian environment. We have asked the company to make products suitable for the Indian market,” said the executive.

Currently, the company offers the products required to clean, shine and protect the car inside out. The product portfolio includes shampoo to clean, wax to shine and various interior cleaners in the form of foam and liquid to clean the interiors of the car. It also offers various speciality products like trim restorer, chrome polish, headlight lens restorer, Odor-X Odor removing solutions, etc. to address specific car care requirements. Turtle Wax also has a ceramic coating that has 10H hardness which gives the high gloss, ultra-hydrophobicity, extreme chemical resistance, UV protection and easy cleaning properties. The company plans to bring in graphene-based ceramic coating solutions, which is the new technology in the car care industry.

The company is planning to bring 75th-anniversary Ceramic Paste Wax in Q1 2021, and will also introduce windshield washer fluid shortly in India. Other products from the company for the India market include all-metal polish that polishes all metal surfaces of the car’s exterior; Glass cleaner to keep the glass streak-free during the ride; ClearVue Rain Repellent that helps get better visibility during the monsoon rains; Trim Restorer since the Trims fades here in India more than the rest of the world and Windscreen washer fluid to remove the dirt and grime from the windshield glass.

The company will also introduce waterless washing products that cater to areas where water is scarce. The company’s waterless wash and wax has advanced polymer technology that lifts dirt to prevent starching, while the enriched wax gives a shiny and protective finish. Its rain repellent formula prevents watermarks and extends time in between cleaning.

The company will also bring in its Turtle Wax Hybrid Solutions ICE Seal N Shine, premium car paint sealant. The ICE Seal N Shine gives the car a layer of super-hydrophobic silicone for up to six months of protection against streaks, scratches and swirls.

To set up its network, the company will go through a distribution route and for which it has selected 23 cities, which have larger car density. Turtle Wax India is appointing own distributors in these cities who will take care of retailers and workshops. It has also identified another 48 towns in which it will supply products to dealers who will provide the products in the respective markets.

“We will have our main presence in all metro cities including Chennai, Hyderabad, Bangalore, Delhi-NCR, Kolkata, Pune, Mumbai, and additional upcoming cities like Ahmedabad, Coimbatore, Cochin, Surat etc,” he added.

The company plans to have about 10,000 outlets by the end of next June. Turtle Wax India has also set up the car care studios in Pune, Bangalore and New Delhi. The studio will be not based on a franchise concept; instead, it will be a co-branded activity. “We provide our products and branding support, but the studios also keep their brand identity,” he said. The company also has plants to have such studios in its 23 cities.

Puravangara declined to share the current revenue and future commercial targets but said sales numbers are increasing with each passing month. Currently, the company is importing its products from global subsidiaries, but he said the company will have a look into setting up local production capabilities. “The way it is going, we will have to do something locally as well. I don’t think we will be able to manage (the demand) with our global support when the demand goes up,” he said.

The company is looking for an option of re-packaging under which it will get bulk products and repack for the domestic market. “We will also see if some India oriented products will be manufactured here, completely. Those options are quite open,” he added.

Many Indians are using hair shampoo sachets to wash cars. When asked whether the company is looking to introduce car wash shampoo in sachets, he said it will not look into sachet option but will be looking to have a bottle of 100 to 200 ml. “We are still looking at those options of small bottles, but per wash, cost increases with smaller bottles,” he added.

Talking on the challenges, he said, it is on finalising the complete product portfolio that suits to the rapidly changing requirements of the Indian market. “We need to keep reinventing on products to be a leader in the market,” he concluded. (MT)

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HERE Technologies, a provider of location data and technology platforms, has announced its collaboration with the Automotive Research Association of India (ARAI) as the ‘Official Navigation on Autopilot and Localisation Partner’ for The ADAS (Advanced Driver Assistance Systems) Show. The event is organised by Aayera in collaboration with ARAI and MarketsandMarkets.

This partnership is taking place at the newly opened ADAS Test City near Pune, Maharashtra, which is touted as India’s first testing ground for ADAS and autonomous vehicle technologies.

The collaboration supports HERE Technologies' aim to speed up India’s progress towards intelligent transport and connected mobility. By combining HERE’s expertise in high-precision mapping, real-time localisation and connected vehicle data platforms with ARAI’s research and standards work, the partnership aims to bring ADAS and autonomous technologies closer to deployment under Indian driving conditions.

“We’re honoured to partner with ARAI on this transformative initiative. The ADAS Test City is a cornerstone in India’s path toward intelligent mobility and HERE’s high-definition maps and localisation technologies are key enablers of safe, reliable and context-aware driving experiences. Together with ARAI, we aim to empower automakers, tier-1s and developers to localise, test and scale ADAS capabilities that truly reflect India’s diverse road ecosystem,” stated HERE Technologies in a statement.

At The ADAS Show, HERE Technologies will present its innovations, including live demonstrations of its real-time localisation and HD mapping systems during ADAS track demos at the Test City. Visitors can explore HERE’s capabilities, such as HERE HD Live Map and HERE ISA Map, C-V2X, and cloud-based localisation. HERE experts will also participate in discussions on navigation accuracy, vehicle localisation and connected mobility.

The ADAS Test City, developed by ARAI, is an integrated testing environment dedicated to the validation of ADAS and autonomous technologies. It replicates complex urban and highway conditions for testing safety features. The ADAS Show 2025, organised in collaboration with ARAI, is a platform for automotive leaders and innovators.

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Tata Motors, a leading passenger vehicle manufacturer, has added another feather to its cap, bagging two Red Dot Design Awards for the Avinya X Concept and Sierra Concept models. Martin Uhlarik led the in-house design for both models.  

The Red Dot Design Award, which was established in 1955, assesses design quality across three categories: Product Design, Brands & Communication Design and Design Concept. The competition has operated for nearly 70 years under the current brand structure developed in the 1990s by Red Dot CEO Professor Dr Peter Zec.

The Avinya X Concept first showcased at Bharat Mobility 2025 was recognised for its innovation through its design, stance and proportions. The vehicle features technologies such as matrix LED lighting, aero enhancements and wheels, which boost efficiency and emphasise its elegance. Its silhouette and enclosed surfaces balance strength, power and off-road capability while offering cabin space.

The interior is designed to rejuvenate mind and body, blending craftsmanship with wellness. Cabin details include fabric-wrapped soundbars, aroma diffusers and lounge-style rear seating. The dashboard integrates technology, providing information while minimising distractions for a driving experience. The Samudra exterior colour, paired with protective accents and detailing, enhances the concept's presence. The rear interior, crafted from materials, offers a lounge-like experience.

On the other hand, the revived Sierra design captures the charm of the original while embracing sophistication, balancing nostalgia with elegance. The rear glass has been reimagined as a combination of a finisher along the roofline and a panoramic sunroof to recreate the illusion of glass. This design gives the concept a roof appearance while meeting safety standards.

The exterior features surfaces that convey confidence and elegance. Haunches and a shoulder line contribute to a stance, reflecting the vehicle’s character. The rear is designed to express width and stability, with a tailgate that reinforces the stance. This design enables taillights. A D-pillar enhances the roof effect, creating continuity and flow.

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A traffic management initiative, undertaken by the Institute of Road Traffic Education (IRTE) for Gurugram Traffic Police and supported by the Hyundai Motor India Foundation (HMIF), aims to improve traffic management across 22 major intersections in Gurugram.

A scientific audit for these 22 intersections was completed by the Traffic Engineering Centre (TEC) and Organisation Development Centre (ODC), established by IRTE for the Gurugram police. Work to improve traffic management at two intersections, Rajiv Chowk and Shankar Chowk, has begun.

Dr Rohit Baluja, President, IRTE, said, “The Traffic Engineering Centre (TEC) has been designed to scientifically audit develop sustainable traffic management system for Gurugram under the aegis of the Gurugram Traffic Police, where IRTE's Road Safety Engineers observe traffic movement, violations, and behavioural issues of vulnerable road users, along with studying the causative factors related to congestion. These will be monitored and analysed through camera inputs of 218 junctions with the valuable support of the ICCC Gurugram.”

Under the Easy roads project, the IRTE team provided support to the Gurugram Traffic Police for:

• Conducting safety and traffic engineering audits across 22 major junctions and intersections.
• Reviewing and improving 15 km of key road stretches prone to congestion and risk.
• Rectifying identified blackspots to reduce accident occurrences.
• Developing safety and traffic management measures for school zones.
• Conducting feasibility studies on stakeholder proposals related to road safety and mobility.

Vikas Arora, Commissioner, Gurugram Police, said, “In coming days Gurugram police will increase enforcement by deploying 10-15 officers at each traffic violation spot across the city for a week to challan and stop violations. The Gurugram police has also increased challans for drunk driving as 30,000 challans were issued in a year as compared to 4000 in previous year. 32 black spots have been recognized in Gurugram and are being rectified by improving road engineering and signages”.

Saurabh S. Shrama, of Hyundai Motor India, said, “This initiative marks a significant step toward a data-driven and scientific approach to traffic management. Through collaboration with enforcement agencies and the application of forensic methodologies, we can ensure more sustainable and effective road safety interventions.”

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Iron Mountain, a global leader in information management services, has become an Official Partner of the McLaren Formula 1 Team, kickstarting a new multi-year partnership that will commence at the 2025 United States Grand Prix. The collaboration will leverage Iron Mountain’s expertise to spearhead a digital transformation of McLaren Racing’s legendary heritage archive.

Utilising an advanced AI-powered platform, the project will convert priceless historical materials, including vintage photography, film and technical blueprints, into an intelligent and dynamic digital resource. This initiative is designed to unlock new value from these assets, enabling McLaren to share its iconic history with a global audience. By creating new and immersive stories, the team aims to connect fans and partners more deeply to its legacy and the sport.

Furthermore, McLaren will utilise Iron Mountain’s global leadership in the secure and efficient management of end-of-life IT assets. As part of the agreement, Iron Mountain branding will be featured on the team’s race cars beginning in Austin, with additional visibility planned throughout the 2025 season and beyond.

Nick Martin, Co-Chief Commercial Officer, McLaren Racing, said, “Our fans are at the centre of what we do, and we are passionate about sharing our storied past with them. With the integration of Iron Mountain, we will be able to bring to life more of the team’s rich history for our fans and partners as we look to shine a light on the McLaren Racing brand.”

Greg McIntosh, Executive Vice President & Chief Commercial Officer, Iron Mountain, said, “We are proud to partner with the McLaren Formula 1 Team, which embodies the spirit of innovation and high performance at Iron Mountain. Our AI-enabled digital platform will help to fuel new opportunities for success and transform McLaren Racing’s iconic heritage media – protecting these timeless assets for future generations, connecting them to fans and partners and activating them to unlock value like never before.”

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